Substack’s Rise Amidst Declining Traffic for Major News Websites

An iPhone with the Substack app is held in front of bills of money in various currencies. Picture: Photo For Everything/Substack

In a digital landscape increasingly dominated by major news websites, Substack’s impressive performance cannot be overlooked. Substack has seen considerable growth in web traffic, showcasing its unique positioning in the ever-evolving media ecosystem. According to data from Similarweb, Substack experienced a substantial 49% increase in monthly visits, reaching 123.8 million in August 2025. This growth stands in sharp contrast to the overall trend observed among other major news platforms, where traffic has generally declined.

Contrasting Trends in Traffic

While Substack flourished, the broader landscape revealed troubling trends for traditional outlets. Most notably, 49 of the top 50 English-language news sites reported a decline in monthly visits compared to the previous year. The numbers are stark: CNN suffered a 31% drop, bringing its visits down to 416.9 million, while Daily Mail experienced a 30% decline to 222.6 million visits. This partial decline suggests a growing apathy among audiences toward traditional news formats, especially amidst a global shift to more personalized media platforms.

Certainly, the year-on-year declines were steep for multiple outlets. For instance, Forbes experienced an unprecedented 53% decrease to 85.5 million visits, marking its second consecutive month as the steepest faller. Other notable declines include the Huffington Post and Business Insider, which dropped by 45% and 44% respectively.

Monthly Dynamics in Traffic Patterns

The month-on-month data presents an equally revealing narrative. Most sites, 44 out of 50, faced declines in August 2025—a dramatic increase from 29 in the previous month, July. The most significant month-on-month declines were 22%, witnessed by Newsweek and New York Post. Interestingly, among these drop-offs, only The Hindu emerged with a modest 11% gain, highlighting the continued appeal of specific niches within the broader market.

Methodology Changes and Their Impact

It’s crucial to note that Similarweb recently altered its methodology for tracking web traffic. For instance, data for the BBC now incorporates visits from both bbc.co.uk and bbc.com, adjusting total figures and affecting its previous ranking significantly. Instead of surpassing a billion visits, the BBC now falls just behind the New York Times in traffic, currently estimating around 29 million visits. This change illustrates how measurement transparency can impact perceived audience engagement.

Substack’s Unique Advantage

Substack’s rise can largely be attributed to its unique model: a subscription-based platform that empowers writers to take ownership over their subscriber relationships. This has resonated especially well in the current climate, where consumers are increasingly looking for authenticity and direct access to content creators. Various niche writers, podcasters, and journalists have found a home here, cutting out the middleman of traditional media, attracting dedicated audiences that contribute directly to their revenue.

This pivot towards personalization and community-oriented content may be a strategic advantage in an age where-click bait and sensationalism dominate. Substack’s growth serves as an intriguing case study as audiences reject conventional news models in favor of direct communication and personalized information streams.

Shifts in the News Consumption Landscape

The decline in traffic for traditional media platforms can also be linked to the rise of AI-driven news sources and platforms. Many publishers, including prominent names, have shared concerns over the impact of AI tools from companies like Google, which reportedly begun affecting their site revenues and audience size. Comments from industry leaders suggest that the saturation of AI-generated content may be diluting the demand for traditional news formats, compelling audiences to seek alternative, often more reliable sources.

Emerging Trends in News Consumption

Amidst these unprecedented changes, smaller, niche publications are also witnessing growth, often finding their success by tapping into specific topics. The performance of Indian websites illustrates this dynamic, with many such sites experiencing double-digit growth. Websites like India.com have capitalized on localized content, making them formidable contenders among global players.

As audiences continue to disperse in their media consumption habits, the significance of adaptability in content delivery and engagement becomes paramount. Traditional giants must rethink their strategies or risk losing even more ground to platforms that cater directly to reader preferences and needs.

Given the fluctuating nature of digital media and its impact on news delivery, Substack’s rise amidst major declines illustrates a significant shift in audience behavior and expectations. This changing landscape serves as a harbinger of the broader transformations yet to come in the world of journalism and information dissemination.